The Research Of Brand Crises' Inducement And Solution

"It takes at lest one decade to set up an enterprise and ten more decades to set up a brand". The firm would devote enormous resources and years of accumulations to make an outstanding brand which connects the enterprise and its clients by offering a firm promise. It represents an enterprise's operating performance and achievements. The fierce competition in nowadays market, together with the instability and complexity of the operating environment, cause a sharp increase of uncertain factors jeopardizing a brand's development and consequently a brand crisis. Once the crisis occurred, if coped properly, it would be resolved and the brand would resume its development; otherwise, it would cause a disaster which would consume all the devoted resources in human, material and finance, and endanger the brand's development and even bring collapse to the whole enterprise.Brand crisis management is a relatively new study in the field of enterprise's management system. There are few elaborate studies in this area except some related researches, for example, the formation mechanism and the periodicity of brand crisis. More studies have been devoted to solving brand crisis through public relationship instead of investigating the crisis itself. Furthermore, these studies were incomplete and excursive in illustrating prevention and solutions to the crisis. Therefore, this thesis aims at researching and analyzing the content of brand crises and its solution. The thesis defined brand crisis with the reference to definitions from different sources and related concepts as brand image and brand equity. Brand crisis is an incident jeopardizing the brand value and brand equity, which brings negative effects on perceived quality, brand awareness, brand association and brand loyalty. Then the thesis analyzed two inducements which triggered brand crisis, inducement from inside and outside of the brand.Then the thesis elaborated the meaning of brand crisis. The existing articles dealing with brand crisis are mostly dwelled on its representing forms without sufficient classification. Therefore, this thesis classified brand crisis into four aspects: brand elements crisis, brand marking means crisis, brand strategy crisis, and brand publicity crisis.Lastly, the thesis approached resolution strategy comprehensively. Brand crisis is a synthesized event. Once crisis emerged, it could be one or several elements dysfunction. Therefore, only by coping with the crisis comprehensively can an enterprise resolve its crisis once for all and thus build up an outstanding brand.